The Cannes Lions advertising awards announced today that they are changing their judging system after what Advertising Age described as “Last Year’s Media-Judging Scandal” with “widespread accusations of cheating.” Now Cannes Lions has copied the New York Festivals’ four-year old judging system whereby a large jury selects the shortlist and then a jury of 30 senior judges selects the trophy winners using a new scoring system.

“It’s unfortunate an organization as large and successful as the Cannes Lions cannot improve their judging system without copying our innovations and risking another scandal and lawsuit. We created the two-tier judging system four years ago and now have a patent pending on our revolutionary matrix scoring system to protect our intellectual property from being copied by others. Both of our systems are widely heralded by the international advertising community as being revolutionary and the best judging system in the industry.” said Jim Smyth, CEO of the International Awards Group, LLC (“IAG”), which owns the New York Festivals International Advertising Awards, for the World’s Best Advertising® as well as five other international award competitions.

“As owners and organizers of award competitions it is our responsibility to create and maintain an honest and effective judging system. It is not the entrant’s responsibility. Years ago IAG designed a bulletproof system to prevent cheating because jury members are locked-out from scoring work from their own agency and or network. This preventive measure clearly demonstrates to the international advertising community, that we are the global leaders when it comes to organizing and running clean and successful award competitions, one they can truly trust.”

“Furthermore, the 370+ members on the New York Festivals Grand Jury combined with the 30+ CCO members on the Executive Jury continues to be the largest advertising jury ever assembled and combined they cast more than 330,000 votes each year in selecting the winners, an unprecedented number of votes in the annals of advertising award competitions. Our market share has grown significantly because of our innovations, which is causing shifts and reactions in the awards industry. That’s what we do, innovate. And when called upon, litigate to protect our valuable assets,” said Smyth.

This is not the first dispute between IAG and Cannes Lions. Smyth said that IAG has been engaged in an on-going dispute in Asia with Haymarket and Cannes Lions related to claims of trademark infringement regarding IAG’s AME Awards, for Advertising & Marketing Effectiveness competition, which was launched throughout the world in 1994. Haymarket now joined by Cannes, claim their Asian Marketing Effectiveness Awards, also known as AME Awards in Asia, was launched in a few Asian countries around 2002 and they have been trying to bar IAG’s use of the acronym AME in Asia. However, Haymarket and Cannes have since changed the name of their competition to Festival of Asian Marketing Effectiveness and are no longer using the acronym AME.

Each week leading up to The New York Show™, NYF’s Creative Cafe offers up close and personal conversations with some of the advertising industry’s most prominent game-changers, thought leaders, and creative visionaries. Today’s interview features New York Festivals International Advertising Awards® 2013 Executive Jury member Diane Ruggie, Creative Director/Partner at Velocebella.

Diane Ruggie, Creative Director/Partner, Velocebella

After more than 25 years at DDB Chicago and long known for contributing her female point of view in that big agency pond, Diane established Velocebella in 2012. Velocebella (“fast and beautiful” in Italian) is a creative and compassionate, independent agency that specializes in ideas that click, quick, with women. Most recently, Velocebella won a large fashion retail account in collaboration with another independent Chicago agency.

During her tenure at DDB Chicago as VP Group Creative Director, she pitched, won and led businesses with total billings of over half a billion dollars. Along the way she won 45 industry awards but she’s proudest of the fact that 36 of them are for not-for-profits.

NYF: How did you get interested in advertising and was it your first choice as a career path?

DR: I originally wanted to be a journalist because I loved writing and telling stories. So I studied at Northwestern University’s Medill School of Journalism. The problem was, I was terribly shy back then. My stomach ached every time I had to ask strangers probing questions about their personal lives. Luckily, Northwestern had an advertising program and professors that recognized my potential for that. So I switched tracks. Oddly, today, I’m often the one whom strangers on planes confess their life story to.

NYF: What was your first big break?

DR: Ooh, tough question. I’ll explain why. But first I have to draw something:

If I’ve learned anything in advertising, it’s that if you’re good, your career path looks something like the line above. You’re going to have a first big break, and a second and a third… But you’re also going to have a first big failure, a second and a third… You’ll ride the wave today, and you’ll come up from the trough spitting out a little water tomorrow. And it will happen over and over again. But really, that’s the fun of it—knowing there’s another wave coming and often churning things up so that wave comes sooner.

NYF: What is your favorite all-time creative campaign for an iconic brand?

DR: The Dove “Real Beauty” Campaign that supported their self-esteem fund was groundbreaking and one of my favorites. I love that a beauty brand (of all things!) used our craft to unravel girls’ feelings about what’s outside versus what’s inside. I really admire when brands take on big issues like that. http://www.youtube.com/watch?v=G6FZwfRv3rY

NYF: Looking back at your advertising career, how much has changed since you started and is there anything you wish you could have pursued?

DR: Of course! But then again, I’m very happy with the path my career has taken. I’ve met so many smart, hilarious people. I’ve had a lot of fun. And I can’t wait for more!

NYF: What are the words you live by?

DR: Wow. I do actually have words I live by because I have kids and I really believe when you’re raising kids you need to “know your brand” and communicate it to them. The thing is, my motto isn’t something you hear spoken in a business world or advertising circles, let alone experience much! My motto is “act with love”. I know, it’s soft, and sensitive, and girly, and some would say crazy impractical. But I don’t care. It works. In business. And in life.

NYF: What’s your favorite app or digital tool?

DR: I adore reading magazines on an iPad because there’s so much more editorial and advertising content and I think the potential there is vast.

NYF: What keeps you sane and on top of your game?

DR: Chai tea. I’m a simple girl with very simple needs.

NYF: In your opinion, what qualities does a campaign need to earn an award?

DR: The ingredients for award winning, to me, are:

· Express a human truth

· Do that simply

· Do that artfully

· And try to make a positive impact on the world.

NYF: What challenges do you see advertising agencies facing in the next few years?

DR: Agency Culture. I think it has been and will continue to be a challenge to create a vibrant agency culture with passionate and loyal employees. There are so many “agency” choices (big and network, small and independent, digital, niche, US or abroad…) and the best people jump shops frequently for a host of reasons. But ideas are our currency and ideas only come from people so attracting, and more importantly, keeping them should be our top priority.

The New York Show™ is a two-day series of creative events taking place at the landmark New York Public Library’s Beaux Arts building, located at 455 Fifth Avenue at 42nd Street. Festivities take place on Wednesday and Thursday May 1st and 2nd. Events include: the 2013 Executive Jury Press Conference, featuring NYF’s elite Executive Jury comprised of 30+ Global Chief Creative Officers, creative panel discussions, networking events, exhibits of the Shortlisted work and the awards ceremony. The New York Show awards ceremony and after-party will take place on Thursday evening May 2nd. For more information visit: http://www.newyorkfestivals.com/Events/.

Each week leading up to The New York Show™, NYF’s Creative Cafe will continue its ongoing conversations with some of the advertising industry’s most prominent game-changers, thought leaders, and creative visionaries. Today’s interview finds us up close and personal with New York Festivals International Advertising Awards® 2013 Executive Jury member, Jason Peterson, Chief Creative Officer, Havas Worldwide Chicago. Mr. Peterson will join the NYF Executive Jury this April in New York City to select the World’s Best Advertising®.

Jason Peterson, Chief Creative Officer, Havas Worldwide Chicago

Jason has more than 20 years of creative experience in television, print, interactive advertising and brand identity. He is an expert in concept and strategy development, with a proven ability to motivate creative teams to deliver standout creative for high-end campaigns. Jason was a driving force behind Coke Classic’s “Real” campaign and has an innate understanding of the millennial target. His State Farm “Hot Tub” work was a huge online hit, with more than 500,000 views and 200-plus parodies, and the line “Can I get a hot tub” was a trending topic on Twitter.

NYF: How did you get interested in advertising and was it your first choice as a career path?

JP: My high school guidance counselor recommended that I “check out advertising” after I got busted for forging my report card. She said the school had never received a more perfect counterfeit. If I’d written the correct GPA I may never have found my true calling as Chief Creative Officer!

NYF: What was your first big break?

JP: Getting hired as head of art on the Volkswagen account by Andy Berlin when I was 21 years old.

NYF: What is your favorite all-time creative campaign for an iconic brand?

"Mean Joe Green” - Coco-Cola

JP: The Coke ad where “Mean Joe” Greene throws the boy his jersey. It made me aware of the power of advertising at a young age.

NYF: Looking back at your advertising career, how much has changed since you started and is there anything you wish you could have pursued?

JP: The biggest change in advertising has been the influence of technology, which is exciting. However, we’ve lost the craft and detail, I think. Even the ability to craft ideas.

NYF. What are the words you live by?

JP: Accept the fact that all clients have no time and no money. Clients don’t care about excuses—they want solutions. Budgets and deadlines are facts, but they don’t have to be obstacles, and the best ideas find workarounds for such small issues. My competition set is no longer just the ad agency across the street; it’s a bunch of super-smart creative kids armed with ambition, digital video cameras and light sabers. Millions of brand interactions likes and shares are theirs for the taking.

NYF: What’s your favorite app or digital tool?

JP: Instagram. I started messing with IG (@jasonmpeterson) just over a year ago. I love the coming together of small, tribe-like cultures—this is what we do every day. As members of photo-oriented social networks learn how to gain their share of voice, brands are experimenting with how they can facilitate fun without interrupting people’s conversations.

NYF: What keeps you sane and on top of your game?

JP: Being a constant student of culture. I believe that art, music, fashion and design have the answers to every brand problem. Seek it out.

NYF: In your opinion, what qualities does a campaign need to earn an award?

"The Most Interesting Man in the World" - Dos Equis

JP: It’s award-worthy when it becomes ingrained in our pop culture. Look at “The Most Interesting Man in the World”: That’s not just advertising—it’s a high school student’s signature in his friend’s yearbook! Every brand has that opportunity to resonate, become part of the lexicon of the culture it’s speaking too.

NYF: How do you as CCO remain creatively involved with your network and aware of the work emanating from offices around the globe?

JP: Through social media and actively seeking out what other Havas offices are doing. The senior management of Havas have the highest social media scores in the advertising business, according to Klout. Check Twitter, Instagram & Vine.

NYF: What challenges do you see advertising agencies facing in the next few years?

JP: The worst of the recession and the digital shakeup may be over, but the advertising business is still in total flux. Agencies have two options: adapt to change quickly or get left behind. Technology is back in the hands of the creative brand builders—make the most of it!

The New York Show™ is a two-day series of creative events taking place at the landmark New York Public Library’s Beaux Arts building, located at 455 Fifth Avenue at 42nd Street. Festivities take place on Wednesday and Thursday May 1st and 2nd. Events include: the 2013 Executive Jury Press Conference, featuring NYF’s elite Executive Jury comprised of 30+ Global Chief Creative Officers, creative panel discussions, networking events, exhibits of the Shortlisted work and the awards ceremony. The New York Show awards ceremony and after-party will take place on Thursday evening May 2nd. For more information visit: http://www.newyorkfestivals.com/Events/.

NYF’s Creative Cafe continues its conversations with game-changers, thought leaders, and creative visionaries. Today’s interview finds us up close and personal with New York Festivals International Advertising Awards® 2013 Executive Jury member, Marcus Rebeschini, Chief Creative Officer Asia, Y&R Asia Pacific. Mr. Rebeschini will join the NYF Executive Jury this April in New York City to select the World’s Best Advertising®.

Marcus Rebeschini, Chief Creative Officer Asia, Y&R Asia Pacific

Marcus has won hundreds of industry accolades, including Best of shows, and his campaigns have been ranked in the top ten of Shots and the Gunn Report. While under his creative lead, Y&R Singapore won The Republic of Singapore Navy account after being with Saatchi & Saatchi Singapore for 28 years, as well as multiple back to back new business wins whilst winning 3 agency of the year finalists. The network Asia now also has two Guinness World Records for its clients. Campaign Brief Asia named Marcus ‘Advertising Person of the Year’ in 2006 for consistent creative excellence over a two-year period, and ranked him as number one Creative in Asia Pacific. Currently he works with 17 offices throughout Asia.

NYF: How did you get interested in advertising and was it your first choice as a career path?

MR: Our interests are influenced by what surrounds us. For me growing up around my father who was thankfully the owner of an agency definitely inspired me to go down this career path. As times gone by I’ve come to realize advertising these days is starting to take us all down many paths via side projects or our clients businesses that are in the same fields we once pondered.

NYF: What was your first big break?

Yellow Pages Direct "Yellow Brick Road"

MR: Probably “Yellow Brick Road” for yellow pages from Clemenger BBDO Melbourne Australia, although never credited for my idea, having seen my first idea ever run was and still is, a great memory and motivator for me. The buzz and motivation I got from seeing the ad was what I see as my first big break to realizing I wanted to get more great work out.

NYF: What is your favorite all-time creative campaign for an iconic brand?

Mercedes SLK Roadster "Skid Marks"

MR: I always found Mercedes Skid Marks fascinating for the longest time, mainly because it was said to be that if you couldn’t understand the ad then you weren’t fit to drive a Mercedes SLK. These days the ads that’s been a benchmark for me is for Tontine pillows idea; the fact they added an expiry date to their pillows is pure marketing genius.

NYF: Looking back at your advertising career, how much has changed since you started and is there anything you wish you could have pursued?

MR: No point dwelling on the past. For me the part I like about this question is how much has changed. What I’ve noticed in the last three years is the word “patient” has started to come up in a lot of conversations with fellow creative friends and clients alike; it’s almost like the cool buzz word to say these days. Advertising is starting to influence and shape the world and the way we live, which is cool to see and be a part of.

NYF: What are the words you live by?

MR: It was new last Monday.

NYF: What’s your favorite app or digital tool?

MR: Whatever I write here will probably be different 6 weeks later.

NYF: What keeps you sane and on top of your game?

MR: My awesome wife keeps me sane and younger creatives are what keep me on top of my game; the stuff these younger kids are doing nowadays in their down time is insane. For example, the Uniqlo “lucky switch” was invented by some kid in his down time, playing around on his computer. One has to keep up or easily fall behind.

Uniqlo "Lucky Switch"

NYF: What qualities does a campaign need to earn an award?

MR: Consumer relevance. When I lived in New York a friend had spotted an ad I had done for Snickers Halloween on her friend’s mother’s fridge. The fact that the mother had taken the effort to tear the ad out of the magazine and stick it on her family fridge was one of the coolest things I had ever been told about one of my ads. That to me was truly what quality I look for in an idea. Does the idea connect with me as a consumer and not an award judge?

NYF: What challenges do you see advertising agencies facing in the next few years?

MR: Trust. Trust for me is always a challenge as the world’s economy continues to become uncertain clients tend to play it even safer; if that’s possible. Trust is what changes the world of advertising, it’s what’s invented so many new categories at award shows and in most cases changed client’s careers.

This week’s NYF Creative Cafe interview finds us up close and personal with New York Festivals International Advertising Awards® 2013 Executive Jury member, Merlee Jayme, Chairman & Chief Creative Officer of DM9 Jayme Syfu, Philippines. Ms. Jayme will join the NYF Executive Jury this April in New York City to select the World’s Best Advertising®.

Merlee Jayme, Chairman & Chief Creative Officer, DM9 Jaymee Syfu

Merlee Jayme was Executive Creative Director for BBDO Guerrero before starting her own agency, DM9 Jayme Syfu, almost 7 years ago. Prior to BBDO, she was Vice President & Executive Creative Director of ACE SAATCHI & SAATCHI. As Chairman & CCO of DM9 Jayme Syfu, a DDB Worldwide affiliate, her creative shop has been ranked the Philippines’ no. 1 in the 2010 Campaign Brief Asia Ranking and was awarded the very first Campaign Asia Pacific Creative Agency of the Year for the Philippines 2012. Her agency has racked up scores of awards in the process of handling numerous brands including: Department of Tourism Philippines, Mini Cooper, Smart, Pharex, AB, and Gabriella.

NYF: How did you get interested in advertising and was it your first choice as a career path?

MJ: My First choice will totally shock everyone. I became a nun. Yes, I was a Benedictine Novice for 3 years. I spent my days studying human and spiritual insights while physically working with nature. Then, with much conviction that this was not really my calling, my next move was just as shocking. I got into Advertising as a Copywriter. Believe it or not, that spiritual stint turned out to be the best “training” for this job.

NYF: What was your first big break?

MJ: My first break was snatching a copywriter position in a very exclusive creative department of 8 in Ace Saatchi & Saatchi. I was the only fresh grad. That experience was no different from the rigid life in the convent. I was pressured to learn the ropes fast: coming up with 50-100 ways of writing a print ad’s headline, presenting to difficult clients, drawing my own boards which my art director refused to work on, and cope up with awards which each creative was simply raking in every year. But this training truly paid off. In my 13 years with Saatchi, I moved up from Copywriter to Executive Creative Director.

NYF: What is your favorite all-time creative campaign for an iconic brand?

MJ: Just do it. Very insightful and inspiring. (I love sports but in this industry, having time to be fit is truly challenging)

NYF: Looking back at your advertising career, how much has changed since you started and is there anything you wish you could have pursued?

MJ: Many things have changed since the day I took a copy test. First, the attitude of young creatives. They’re less brave with ideas, they rely too much on the internet, and they are such in a hurry to reach the top that too often, they stumble along the way. Second, the emergence of technology. I must admit that I am still a paper and pencil kind of girl. It makes me think better. This however, doesn’t stop me from being a slave to social network.

If there’s anything I want to pursue, I’d really want to go back to school. Not to teach (I’ve already taught creative writing in the University of Asia & Pacific last year) but to study further.

Today, I am a Creative leader facing many challenges. All these years, my actions and decisions are based on gut-feel. Never on mathematical equations or tried and tested formulas.

I want to go through an Executive MBA NOT to lose the fearless attitude, but to learn how to make this more foolproof. After all, as Kevin Roberts of Saatchi would say, the “idea is the currency of the future” and creative leaders are the future.

NYF: What are the words you live by?

MJ: “No success can compensate for failure in the home.”

NYF: What keeps you sane and on top of your game?

MJ: My four lovely daughters are my main source of crazy, funny, and real ideas. My usual ‘happy hour drink’ keeps me sane after a long day at work. My 21K runs with my husband keep me competitive and healthy at the same time.

NYF: In your opinion, what qualities does a campaign need to earn an award?

MJ: Simple.Simple.Simple.

NYF: How do you as CCO remain creatively involved with your network and aware of the work emanating from offices around the globe?

MJ: I am part of DDB’s Regional Council of Creative leaders. We’re a small group of friends and colleagues that simply discuss great ideas, show each other our work.

NYF: What challenges do you see advertising agencies facing in the next few years?

MJ: I could say that the challenge hasn’t really dramatically changed. The creative agencies like ours, and our media partners still need to adapt new ways, strategies and ideas that would creatively engage the consumers. They should be touched, involved and be free to react. Digital will still play a big role in this. Today and in the future, the power lies more with the consumer.

Each week NYF’s Creative Cafe features interviews with advertising’s most creative innovators, and prominent thought-leaders. This week the conversation continues as we share a few moments with 2013 New York Festivals International Advertising Awards®Executive Jury member Santosh Padhi, Co-Founder & Chief Creative Officer, Taproot, India.

Santosh Paddy, Co-Founder & Chief Creative Officer, Taproot, India

Santosh Padhi started his advertising career 18 years ago. An art graduate from Mumbai, he completed an eventful 10-year stint at Leo Burnett, where he was an Executive Creative Director and the National Head of Art. 4 years ago, he left the Burnett network to start his new creative venture ‘Taproot India‘.

Over the last 4 years, Taproot India has risen to become one of India’s most prominent creative agencies, notching up several accolades along the way and handling iconic brands like The Times of India, Pepsi, Mountain Dew, Airtel, the Star World Group, Mumbai Mirror, Marico, the Nirma Group, DSP Black Rock Mutual Funds and the Conde Nast India Group to name but a few.

NYF: How did you get interested in advertising and was it your first choice as a career path?

SP: No, My dad was part of the defense, he was part of in-house army department, so have always heard heroic stories from him and his friends, As a kid I always felt I was most wanted on the border, always wanted to get into some form of defense, I did my basic army training during my school days, even during my first two years of art college also I was aggressively trying to get into Navy, (as I was under weight for first few attempts I didn’t qualify) After 3 attempts I finally cleared every damn medical, physical, exam’s, interview etc. But those days bribing was big and that’s what pissed me off, to devote your life for the nation one need to bribe? Really didn’t convince me, hence decided to be serious in the last three years of the art college.

NYF: What was your first big break?

SP: Me winning the “Art Director Of The Year Award” in 1999-2000, changed many things for me, gave tons of courage to me to more edgy creative work, suddenly I got more time to do more work as people started agreeing to my POV’s. This is one of many reasons why I feel awards are very important in most creative fields, as at time it matters less to you and more to some one else, to some extend even fancy designation does a bit as well.

NYF: What is your favorite all-time creative campaign for an iconic brand?

Nike "Write the Future"

SP: It has been changing with times, but what Nike has been doing year on year is amazing, would rate “Write the Future” a bit higher than others.

NYF: Looking back at your advertising career, how much has changed since you started and is there anything you wish you could have pursued?

SP: India as a country is one of the late entrants in the world of advertising, hence lucky to experience and go through many changes in last two decades along with the industry, right from trying to be like the west to pure local, from manual pure process to digital, from print leading to TV ruling, from servicing driven to creative dominant, from finalists to grand Prix’s, from India? to India! Well like a greedy human being I wanted to do many things in this one life itself, due to the crazy deadlines use to curse this industry and my-self few years back, but when I seriously think through the journey, I feel I have achieved many many things only by being in this field, which could only be possible due to the nature and versatile of our business, other wise I would have possibly done many things, but wouldn’t have experienced and felt so many things so closely.

NYF: What are the words you live by?

SP: Don’t do different things do things differently.

NYF: What’s your favorite app or digital tool?

SP: Nothing close to Google at least for me.

NYF: What keeps you sane and on top of your game?

SP: I very strongly believe in the phrase “What you create, creates you” hence a very strong believer of creative product, I perform better under pressure, a good learner, a good observer of people and life (very important in a multicultural land like India), try to be a player cum-coach most of the times.

NYF: In your opinion, what qualities does a campaign need to earn an award?

SP: It should not only make the competition feel small but also the jury members.
It should have the quality to get into 200 odd PPTs as the best in the category.
It should have the power for the juries to stand for it as if they have created it.
It should be a finest example of craftsmanship. Gone are days when juries use to just award pure wacky abstract form of fine art, these days more and more juries are looking for a great human insight, try to get the local/cultural connect as well, I feel most creative people who are judging these days are some of the best planners, they behave like servicing and clients and even as consumers at times, so they get into this split personality mode when they are judging a piece of work, which is absolutely must.

NYF: What challenges do you see advertising agencies facing in the next few years?

SP: More and more clients will want to get more out of less be it money or time.
Every piece of work produced will be decider for the team and the agency on roll.
More and senior industry guys will give up fat salaries and fancy designations to start up their own shops. There will be a scarcity of creativity, as more young blood will explore other form of creativity more seriously in coming years.

NYF: How did you get interested in advertising and was it your first choice as a career path?

Alex Schill, Global CCO & Partner, Serviceplan Group, Germany

AS: Funnily I never wanted to do advertising. I wanted to be a doctor. I already had an admission to university and also a flat to move in, in a smaller town called Gießen. But then, one week before I planned to move there, I received an admission of the High School of Fine Arts in Berlin. It was the year of 1989/90. Everything was changing in Germany because of the wall coming down. So I decided for the city of Berlin more than for the field of study. A good decision finally. I had the best days of my live in Berlin, being part of amazing things that went on these days. Studying, partying, opening a night club, closing a night club, meeting fantastic inspirational people, learning for life. Not only the good things. But a lot of things for sure. And sometimes I think that the reason why I still have fun in doing advertising is, that I never wanted to do it.

NYF: What is your favorite all-time creative campaign for an iconic brand?

AS: It is still the old VW Bill Bernbach ads. They were rule breaking, simple and always surprising. I still give out to young copywriters the book with a collection of Beetle ads. To make them see, that it is not about the words you use. But about the idea behind. This is still valid today. Even if the media has changed.

NYF: What are the words you live by?

AS: “Der Karren lässt sich leichter lenken, wenn er rollt.” Which means something like, a car is easier to steer, when it is rolling. I hate discussions and slow thinking. I always want things to move, to be in motion. Most things never happen, not because they are impossible. But because people think too long about which way to go. Instead of just going. In this business there is no guaranty for the outcome anyhow. The only thing that is guaranteed for sure is the fact, that definitely nothing will happen, if you don’t start it.

NYF: What keeps you sane and on top of your game?

AS: Advertising is not everything I have in life. I try to live a creative life – and by the way I do advertising. Not the other way around. Being as normal as possible and keeping the distance. To still be able to judge an idea like most of the people out there would do. It is a game of diving deep into a challenge to solve a problem, but then be able to judge the result from the outside again. That is true not only for advertising, but life in general. The old Persians used to debate when they were drunk. But they decided when they were sober again on the next morning.

NYF: In your opinion, what qualities does a campaign need to earn an award?

AS: Simple idea based on a strong insight combined with latest technology and creative media.

NYF: What challenges do you see advertising agencies facing in the next few years?

AS: The flexibility to change. The way people communicate changed within the last 5 years completely. And probably it will change again completely within the next 3 years to come from now. To sell things we have to understand where, when and how we can reach our target groups. If they change, we have to change as well. Our thinking, our structure and the criteria for hiring young talents, that are able to lead advertising into the next decade.

This week’s Creative Cafe Interview features Michael O’Rourke, President of International Awards Group/New York Festivals®. Since his start in 2006, NYF has seen a significant growth in market share, experiencing a 23% growth in entries over the last two years consecutively and he has since helped develop NYF into a premiere advertising awards company that now boasts the largest and most diverse jury of any advertising competition in the world. In 2011, Michael was instrumental in assembling the first ever New York Festivals Executive Jury featuring 30 Chief Creative Officers from around the globe.

NYF: It’s been four years since you took the helm as President of International Awards Group /New York Festivals®, what are the accomplishments that you are most proud of and why?

Michael O’Rourke: Developing a team of talented, dedicated and knowledgeable staff members who all have a tremendous amount of respect for the industry in which we serve. Any agency is only as good as the team it assembles and NYF believes in this same ideal. Over the last four years, we have made significant strides on many fronts, from the structure of our competition, the process and pool of jury members that have joined us, our efforts to promote our winners and the education of the future of the advertising industry. Collectively, we have continued to adapt alongside an ever changing landscape and because of this, the winners from the New York Festivals provide a true representation of the world’s most creative forms of communication.

NYF: This is the 56th year that New York Festivals International Advertising Awards® honoring The World’s Best Advertising® has opened for entries, to what do you attribute the competitions longevity, and what makes NYFA unique from other awards shows? How has the competition evolved over the years?

Michael O’Rourke: The fact that NYF has been around for almost 56 years speaks volumes about the organization and our dedication to awarding great work. We pride ourselves on many things, one of which is evolving and adapting. As a service provider to the industry at large, we focus on continuously learning and acting on the valuable feedback that our entrants and jury members provide. As a result of this, we were able to create an entirely unique entry process and judging procedure unique from any other show. With the creation of the Executive Jury featuring over 30 chief creative officers from around the globe, we felt it was important that we allow them to evaluate all entries across all mediums. This culminates in a true representation of the work being awarded within our industry, across all platforms.

NYF: Consumers are expecting Branded entertainment such as video and other free online content from brands, can you elaborate on NYF’s new category “Branded Entertainment “ and why this competition was added to NYF’s roster?

Michael O’Rourke: What began with product placement has since evolved into various forms of what the industry calls branded entertainment. The idea of branded entertainment has taken on new life for brands with the advent of original online content such as YouTube, where brand communication meets entertainment. In addition to this, there are projects that are often the result of a content partnership between brands, broadcasters, and cross platform media integration deals. In evaluating what our competition previously offered, we realized that the demand is there for such a competition within the NYF Advertising Awards and have created a more accurate platform for this type of work to be received.

NYF: Big ideas across several platforms seem like the norm for a brand’s campaign, agencies are creating what the consumer wants to achieve the goals of the brand. Has the creative mix changed dramatically over the past few years, what approach are you seeing in entries that you achieve top awards? What percent of the creative mix is marketing based, digital platform based, or based systematic applications? I know it varies from brand to brand, however can you give a few examples?

Michael O’Rourke: While the amount of channels to target the consumer has increased, it has also fractured the consumer in terms of your opportunity to reach them. Consumer habits have change significantly. But, any successful campaign today has achieved what any successful campaign 20 years ago did. And it has done so through the key fundamental of any piece of communication, the idea. Simply utilizing multiple channels doesn’t mean it’s going to work. The key difference today is measurability, allowing agencies to adapt a campaign based on consumer feedback and response. But at the end of the day, the idea reigns supreme and without it, you haven’t reached that message’s potential no matter how many channels you use.

NYF: 2013 marks the third year for NYF’s Executive Jury, how do you continually secure Global CCO’s, that are some of the industry’s the top thought leaders, to spend 4 days sequestered judging NYFA’s entries?

Michael O’Rourke: The jury members we invite realize they have a responsibility to serve not only their agencies but the industry at large. They take pride in what they do and do a tremendous job with respect to awarding great work and ultimately raising the bar in terms of what’s considered great advertising. For us, we’re given the great honor of assembling such a talented and respected group of industry thought leaders from countries all over the world. To anyone outside the industry, sitting in a room for 4 full days of intense evaluation and deliberation sounds painful. To the NYF Executive Jury, it’s the complete opposite. You find yourself having to kick them out of the room at the end of the day. Their passion and dedication is what allows us to award the world’s best advertising.

NYF: How does New York Festivals International Advertising Awards® engage future generations of advertising creatives and why is it important to invest in the next generation of advertising stars?

Michael O’Rourke: Showcasing the award winning work is the ultimate goal. Providing young creatives with an opportunity to engage with the NYF winners is a crucial part of what we do in terms of educating the future of the advertising industry. In 2010, New York Festivals began the NYF Media Center program at various universities around the world. These centers showcase the World’s Best Advertising® across all 14 competitions, providing university students studying marketing and advertising the unique opportunity to experience the award winning work from the New York Festivals International Advertising Awards®. Featuring screening rooms, print galleries, interactive work stations and a library of Advertising Annuals, the NYF Media Centers provide the future of advertising with a source of education, entertainment and inspiration.

Content is provided annually, allowing the university students to witness the evolution of award winning ideas each year. To be able to provide the future of advertising with unprecedented access to the most creative form of communications is something we’ve dedicated a tremendous amount of time too.

NYF: Who initiated the The World’s Best Idea™ Award and what qualities does a campaign need to earn that title?

Michael O’Rourke: Every award show presents an award by medium which is considered to be the best of the best within that context. We are no different. We present Grand awards to the best presentation of a campaign across any given medium.

But the reality is, each year there is a campaign that truly differentiates itself from anything else that’s been done. It’s a message; it’s a campaign that captivates the attention of both the jury and the average consumer unequivocally. The World’s Best Idea™ represents a campaign that people won’t forget for a long, long time, it’s a message that people pay attention to and engages people in a way that keeps their attention and changes their way of thinking. And in the world of advertising, changing consumer behavior and their way of life is something that never really played into the original brief. It used to be about selling product, but now consumers are knowledgeable and well informed, educated and provided power, so what can you do to effectively change human behavior. The World’s Best Idea ™represents those efforts.

NYF: Recently NYF announced a partnership with the Berlin School of Creative Leadership, to offer an exclusive scholarship for New York Festivals Executive and Grand Jury Members, the Helga and Michael Conrad Scholarship for New York Festivals Jury Members. Can you elaborate on this exciting opportunity for NYF’s juries to receive a scholarship to attend the Berlin School’s part-time global Executive MBA Creative Leadership Program?

Michael O’Rourke: Today, effective leadership is critical to great work in all creative industries. The Berlin School’s mission is to turn great creatives into great creative leaders. And having a creative CEO in every creative business is the Berlin School¹s vision. After all, being a creative person doesn’t default to one being a creative leader. Huge difference. The industry of creative communications evolves at such a rapid pace, requiring the need to continue to learn and adapt. Berlin School’s Helga and Michael Conrad Scholarship for New York Festivals Jury Members speaks volumes in terms of its dedication to improving the industry standard and establishing stronger creative leadership as a result. We are and continue to be honored to be part of this initiative, and share this excellent opportunity with our Executive and Grand Jury members.

Our jury members play such an integral part in terms of what we stand for, and together with the Berlin School, this is just another opportunity to show our appreciation for those who dedicate their time to improving the industry at large.

NYF: How did you get interested in advertising and was it your first choice as a career path?

AK: It was a coincidence. Back then I wanted to survive and as I stepped into advertising, I did almost every job: Controller, Strategic Planner, Media Consultant and Account Guy and then I realized that I can do better creative work than my own creative department. I do not believe that you can plan life looking forward. You should have a goal in life that is not about career or money but about real values and after knowing your goal, you will intuitively find your way.

NYF: What was your first big break?

AK: Knowing that I have the passion and the will and the endurance to solve a marketing problem better than a lot of people around me.

NYF: What is your favorite all-time creative campaign for an iconic brand?

AK: Still the best ad campaign ever made and the foundation of the only true innovation in our industry. The Volkswagen Beetle Campaign by DDB.

The Volkswagen ad campaign—featuring such headlines as “Think Small” and “Lemon”

NYF: Looking back at your advertising career, how much has changed since you started and is there anything you wish you could have pursued?

AK: I think advertising has always been evolving. Because technology changes and the media landscape keeps changing. But the whole purpose of our business will never change: If you use your creative talent and human insight and technology as a tool, you can make things relevant.

NYF: What are the words you live by?

AK: Not words, I would call them values: truth, passion, consequence and clarity.

NYF: What’s your favorite app or digital tool?

AK: It’s more the digital hub strategy Apple developed in 2001 which is not only one of the most innovative business strategies in the last 200 years but also a role model of how we should look at technology and the digitalization of the world.

NYF: What keeps you sane and on top of your game?

AK: Passion and the deep belief that impossible is not a fact, only an opinion.

NYF: In your opinion, what qualities does a campaign need to earn an award?

AK: I believe that an advertising campaign should serve only one goal: Solving a marketing and communication problem in an intelligent, unseen and fresh way. If it does that and is successful in the market it will also get the recognition of the industry.

NYF: How do you as CCO remain creatively involved with your network and aware of the work emanating from offices around the globe?

AK: The question is more about how you define the role of a global CCO. My definition is that the CCO is the service man for the network by developing a clear creative standard and a vision for the company and by also setting up all the tools and infrastructure you need to help support all the offices and unleash their potential. From time to time you have to go deep into the creative process and prove that you can still be a great creative. Because what I also believe is that creatives are only as good as the last great thing they did.

NYF: What challenges do you see advertising agencies facing in the next few years?

AK: I believe that we are at the intersection of the old and new world. This new world will be shaped by three major trends:

1. Technology: In the next 10 years everything will be connected and this will totally disrupt the way companies do their business.

2. Social: I believe you can already see a shift in the people’s mindsets. People start to question what’s really important in life and what values they believe in to live a happy existence.

3. Economy: I believe that growth based on quantity and debt the way we saw it in the last four decades has to come to an end and that we have to redefine capitalism to a more quality and substantial driven economical system. These major trends will change the way marketing and advertising is going to be and we at DDB believe that we have the right strategy, structure and talent to also play an important role in the future as we are doing it today and we did in the past.

New York Festivals® International Advertising Awards® has announced the next round of appointments to the 2013 Executive Jury. Since 2011, NYF has assembled the “dream team,” an elite group of Worldwide Creative Officers brought together to select the World’s Best Advertising®. The second round of the 2013 Executive Jury Members includes:

• Mike Geiger, President Chief Integration Officer, JWT North America, USA
• Merlee Jaymee, Chairman & Chief Creative Officer, DM9 Jayme Syfu, Philippines
• Amir Kassaei, Worldwide Chief Creative Officer, DDB Worldwide
• Jason Peterson, Chief Creative Officer, Havas Worldwide, USA
• Marcus Rebeschini, Chief Creative Officer – Asia, Y&R Asia, Singapore
• KV Sridhar, National Creative Director, Leo Burnett India, India“The 2013 Executive Jury will evaluate only the Shortlist selected by the NYF’s Grand Jury,” said Michael O’Rourke, President International Awards Group/New York Festivals. “This process of the Executive Jury evaluating entries during five rounds of judging allows each entry to be given the utmost attention. To have your work seen by a jury with this much combined experience makes earning an award in the New York Festivals International Advertising Awards a testimony to the creativity and originality of the entry.”

The NYF Executive Jury will convene in New York City April 27th through May 1st, concluding with the New York Show awards presentation on Thursday, May 2nd, 2013. Additional Executive Jury Appointments are forthcoming.

The Executive Jury evaluates every shortlisted entry selected by the online Grand Jury, comprised of 400+ international executive creative directors, making it the most diverse jury of any advertising competition in the world.

New York Public Library Stephen A. Schwarzman Building

New York Festivals will host the 2013 celebration of the World’s Best Advertising® with The New York Show™, a two-day series of creative events held at the landmark New York Public Library’s Beaux-Arts building located at 455 Fifth Avenue at 40th Street in New York City. Festivities will be held on Wednesday and Thursday May 1st and 2nd, 2013 and includes the Executive Jury Press Conference, keynote speakers, creative panel discussions, networking events, and exhibits of the Shortlisted work. Thursday evening features the 2013 New York Show awards ceremony and after-party to honor the winners in true New York style.Continue reading →